LaunchPod | Product Management Podcast

The 4 Essentials of Killer Product Storytelling | Lanie Schenkelberg, VP of Product Marketing (Inovalon) | LaunchPod

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Today, we’re talking with Lanie Schenkelberg, former product manager and current VP of Product Marketing at Inovalon.

In this episode, we discuss:

  • The 4 essential elements of compelling product storytelling
  • How to spot weak messaging - and what strong positioning really looks like
  • How Lanie’s team led a storytelling overhaul that contributed to Inovalon’s growth
    • Links

    LinkedIn: https://www.linkedin.com/in/laineschenkelberg/

    Inovalon: https://www.inovalon.com/

    Resources

    Make it Punchy, By Emma Stratton: https://punchy.co/make-it-punchy-book/

    Obviously Awesome Positioning, April Dunford: https://www.amazon.com/Obviously-Awesome-Product-Positioning-Customers/dp/1999023005

    Chapters

    00:00 Intro

    01:48 The Importance of Messaging and Storytelling in Product
    03:01 How to go from Product Management to Marketing
    06:10 Understanding the Customer's Big Win
    12:45 The Hero Story Format
    15:12 The Role of Positioning and Differentiation in Product Marketing
    21:23 How Lanie Scaled Positioning at Inovalon
    31:29 Outro

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    Special Guest: Lanie Schenkelberg.

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